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Part of a LinkedIn's Webinar, the "Sophisticated Marketer's Guide: The Encore," which was a worthwhile investment of time. Informative, with usefull information on how companies can and and should maximize their marketing impact. I realized that my company has only been occupying a tiny part of the broad marketing platform offered to LinkedIn's customers.
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Jason Miller, Sr. Content Marketing Manager
@JasonMillerCA
@LinkedInMktg
The Sophisticated Marketer’s Guide to LinkedIn – The Webinar
presents
1 of every 3Professionalson the Planet ison LinkedIn
1/3
Jobs
Content7XContent pages receive 7X the page views vs. job pages.
The Definitive Publishing Platform
Professional
5
Not more content, more relevant content
41%
of overall respondents say they would consider ending a brand relationship because of irrelevant promotions, and an additional 22% say they would definitely defect from the brand.
RAGE AGAINST IRRELEVANCE….
41%44%
7
8
Repurpose Content
CompanyPages SponsoredUpdates(Turn it up to
eleven!)
LinkedInGroups SlideShare
9
3 WAYS TO CREATE YOUR BIG ROCK
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1Create the all-encompassing guide to whatever the hell conversation you want to own
Download the Sophisticated Marketer’s Guide to LinkedIn: http://lnkd.in/sgm
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Take it Global
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2The “Hugh MacLeod” Strategy—Write 5 relevant blogs then roll them all together
Monday Tuesday Wednesday
Raisin Bran
Spinach
Roast
Raisin Bran
Spinach
The blog is the social media rug that ties the room together.
The Blogging Food Groups A steady diet of quality content for your blog
Monday Tuesday Wednesday Thursday Friday Saturday
Raisin Bran
Spinach
Roast
Raisin Bran
Spinach
Raisin Bran
Chocolate
Cake
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3Flip your case studies on their heads—Turn your bottom funnel case
studies into a collection of “success stories”
TurningYourContentIntoCompelling
Updates13
Youraudienceshouldalwaysbeatthecenterofyourcontent.ThisisaboutTHEM,notYOU.
01Calloutyouraudience
02Usetheword“you”
03Explainwhat’sinitforthem
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6
Company Updates Content Best Practice Cheat Sheet
Optimizing Content
• Always ask, “why would my audience read this?”
• Use concise and compelling intros and headlines
• Ask compelling questions to involve the target audience
• Include a clear call to action, regardless of the objective
• Make sure your landing pages are optimized for mobile traffic
Managing updates
• Plan your editorial calendar, but also react to timely events
• Respond to comments regularly
• Consider keeping updates running through the weekend
• Test to see what works with your audience and then refine
Optimizing visuals• Always include an image, presentation, or video• Ensure the thumbnail is relevant for external links
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When you need that extra push…
• Driving Brand Awareness • Generating Quality Leads• Driving Event Registration• Expanding Thought Leadership
Sponsored Updates To Achieve Business Goals
Setupatestofdifferentupdatestoreachdifferentaudiences.
SponsoredUpdate1:TargetedtoCMOs
Theseinsightscanhelpyoudrivetransformationalchangetoyourbusiness.
[link to white paper landing page with tracking tag 1]
SponsoredUpdate2:TargetedtoMarketingDirectors
NeedtodemonstratetheROIofyourmarketingefforts?Theseinsightscanhelp.
[link to white paper landing page with tracking tag 2]
SponsoredUpdate3:TargetedtoSocialMediaManagers
Socialmediamanagers:Gettheinsightsyouneedtodrivetheengagementyouwant.
[link to white paper landing page with tracking tag 3]
BigRockContent
Example:B2BMarketingcompanyXYZhasrecentlylaunchedanewpieceofresearchandispublishingupdatestoLinkedIntodrivemarketerstodownloadit.
UsetargetingonLinkedIntodelivertherightmessagetotherightpersonattherighttime.
ButbecarefulNOTtoover-target.
It’simportanttoreacheveryonewhocouldinfluenceabuyingdecision,socastawidenetandthenrefineyourtargetingpreferences.
Sponsored Updates Who’s Doing it Right?
• LinkedIn drove 400% more qualified leads than any other paid lead generation platform during the campaign period.
Sponsored Updates:Who’s Doing it Right?
38% more leads than other social channels
65% lower cost per lead than other social channels
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Sponsored Updates:Who’s Doing it Right?
• As a result of the brand exposure in the LinkedIn feed, research confirmed that U.S. marketing executives were 50% more likely to agree that Adobe can “shape the future of digital marketing.”
Sponsored Updates:Who’s Doing it Right?
Don’t bury the lead. Concise intros (90-140 characters) are more likely to result in higherengagement.
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With Direct Sponsored Content, reach your target audience directly in the feed without publishing on your Company Page
Personalize
Test
Control
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Personalize your message and offers to your target audience to boost your performance
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Test and optimize your reach to the right audience with the right message
66%higher CTR
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Sponsored InMails now reach members on mobile where they most often check their messages
Reach mobile users
>50% of inbox views on mobile
80% higher open rate on mobile
MobileisAcceleratingContentConsumption
9pm6pm3pm12pm9am6am
70% ofclicksfromSponsoredUpdateswillcomefrommobile.
Mostimportant,makesureyourlandingpageismobileresponsive—otherwiseyouarewastingleads.
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Marketo reports a $10 drop in CPL when shortening a form from 9 fields to 5.
Only capture the information you absolutely need – this will help with conversions, especially on mobile
21
The visual is the new headline!
Research shows that a picture is really only worth 81.4 words,
on average.
SlideShare is a Platform for Visual Content Marketing Thought Leadership
SlideShare for Lead Gen Kicks A**
Visual Kicks Text’s A**
328,000Views!
Who’s Doing it Right?
Cross-channel Integration
Built in Lead Forms
What Does Success Look Like?
Blog
InMail
Company Page
Sponsored Updates
SlideShare
Display
PPC
For those about to Launch…..
FIRE!
50
MQL
50
Turkey Slices (Non Gated)
Lead Capture
No Yes
RevenueSales
SDRSales Qualified?
BIG ROCK(Gated)
Nurture
No Yes
The Results Out of the Gate
34%
32%
15%
9%
7%4%
EmailBlogInMailDirect/ SEOOtherDisplayAdWords 64%
7%
7%
7%
7%
4%2% 1% 1%
United StatesNetherlandsIndiaCanadaAustraliaUKGermanyNew ZealandSingaporeFrance
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18,000% ROI
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HowdoyouKnowifYourContentStrategyisWorking?
Increased referral traffic
Social Engagement
Higher quality leads
Trending ContentThe Topics That Matter to Your Audience
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Content Marketing ScoreMeasure your brand’s influence
Score Benchmarking Recommendations
Measure your influence Compare to your peers How to improve
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How Do You Organize Your Marketing Team to Deliver Content Marketing ROI?
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The four unique band members work together to deliver an amazing product.
Lays Groundwork
Fuels Content Fuels Demand Gen
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They consistently deliver content that their fans want to consume and share.
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Their PR efforts guide their vision as the hottest band in the world.
They deliver amazing experiences on tour
(Event Marketing)
#INBOUND14
They built a thriving community.
“People want a thrill, people want a spectacle and people love
to be entertained.”
w
www.welcometothefunnel.com
66
ThankYou!Jason Miller, Sr. Content Marketing Manager
@JasonMillerCA@LinkedInMktg
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